The 10 second story
Grammarly has launched an “expert review” feature that promises to improve your writing with guidance from renowned writers and thinkers. The catch is that these experts appear to be artificial intelligence personas rather than real professionals offering genuine expertise.
Why it matters
Professional communication drives business success, and many UK companies already rely on writing tools to maintain quality across emails, proposals, and client communications. When a major platform like Grammarly markets features using potentially misleading claims about expert involvement, it raises questions about transparency in business software. Companies need to know whether they’re paying for genuine professional guidance or sophisticated artificial intelligence marketing. This matters for budget decisions, staff training, and setting realistic expectations about what automated writing tools can deliver. Trust in software vendors becomes harder to maintain when marketing claims don’t match the underlying technology.
What this means for your business
- Writing tool vendors may increasingly market artificial intelligence features using human expertise claims, making it harder to evaluate what you’re actually purchasing
- The gap widens between marketing promises and delivered functionality in communication software, requiring more careful vendor evaluation
- Professional writing assistance becomes more about sophisticated algorithms than genuine subject matter expertise, changing expectations for staff development